Back during CES in January, Amazon revealed its smart TVs were getting a rebrand soon. But if you don't follow CES news as we do, the April 15 switchover to "Ember" in all of Amazon's smart TV listings might have been jarring. It's been a relatively quiet rebrand for a major product line, so it's valid to feel a little confused.

So wait, is Fire TV just called Ember TV now?

Well, sometimes. The rebrand is a title change that will unify all Amazon-branded smart TVs under a single recognizable name — Ember. But the Fire TV operating system and streaming app platform, which is still known as Fire TV, isn't going anywhere.

What's the difference between Amazon Fire TV and Amazon Ember TV?

Amazon Ember only replaces Fire TV when we're talking about the physical televisions: What were formerly known as Amazon Fire TVs are now Amazon Ember TVs. Those Ember TVs still run the Fire TV OS, so the interface you're used to is still alive and well.

Fire TV is the name of Amazon's TV operating system and streaming app platform, so Amazon must think it will be less confusing for the TVs to be called something else. (Hey, at least Ember stays on theme with Fire and Kindle.)

The name change feels especially practical when you remember that Amazon isn't the only brand that uses Fire TV. Many models from Insignia, TCL, Toshiba, and Hisense are also marketed as Fire TVs, so the Ember title will quickly distinguish those from in-house Amazon smart TVs. The Ember name change doesn't affect non-Amazon TVs that use the Fire TV OS.

After the April 2026 rebrand, these are the new names of Amazon's main smart TV series:

• Amazon Ember 2-Series (FHD)

• Amazon Ember 4-Series (4K)

• Amazon Ember QLED Series

• Amazon Ember Mini-LED Series

• Amazon Ember Artline

The pre-existing TVs are the same as they were before the name change — even their reviews carried over.

We aren't expecting any new Ember TVs to launch before Amazon's next Devices & Services event, which usually takes place in the fall.

No, Fire Sticks aren't called Ember Sticks now

Fire TV Sticks and Fire TV Cubes are still called what they were called. In fact, along with the announcement of the Amazon Ember Artline TV, Amazon also announced a new Fire TV Stick coming on April 29.

What's the difference between Ember Artline and The Frame?

So far, the only brand-new TV to come out of the Ember shift is the Ember Artline. Amazon's first lifestyle TV features a matte screen, interchangeable wood and metallic frames, an ultra-thin design, and a mount that lets the TV lie flat against the wall — all hallmark features of TVs that double as art when they're not being watched.

It's hard to not immediately envision an Ember Artline vs. The Frame showdown.

There are advantages and disadvantages to both art TVs: The Ember Artline only comes in two sizes compared to five sizes of The Frame, but the Ember Artline's 55-inch and 65-inch models are $200 and $300 more affordable than Samsung's 55-inch and 65-inch counterparts. One could argue that The Frame's 120Hz refresh rate justifies the steeper cost compared to the Ember Artline's 60Hz. But if you prefer Dolby Vision over Samsung's HDR10+, the Ember Artline might be the obvious choice. (These numbers are based on the latest version of The Frame only.)

But perhaps the Ember Artline's biggest edge over The Frame? The entire Ember Artline art gallery is free. You'll get access to more than 2,000 free pieces of art, while the vast majority The Frame's artwork is behind a $4.99/month paywall. You can totally use The Frame without that subscription, but your artwork selection maxes out at 30 options each month.

After a short preorder window, you can now officially buy the Amazon Ember Artline: Get the 55-inch model for $899.99 or the 65-inch model for $1,099.99.